Tropicana giving away free orange juice in digital billboard campaignAsk for a customized offer »

Drink brand Tropicana has unveiled a 5m-tall digital billboard at Westfield, London, dispensing free orange juice.

The outdoor campaign is to promote Tropicana’s ‘Little Glass’ proposition, and aims to educate consumers about the health benefits ‘of consuming just 150ml of 100% orange juice each day’. Apparently, 150ml contains 60% of the Vitamin C you need a day and counts as 1 of your 5 a day.

This isn’t the first time Tropicana’s dabbled with digital billboards – even powering one with oranges in this cool campaign from 2011:

For those keeping score, we’ve seen plenty of other billboard take-overs offering freebies to passers-by in the last year or two, such as this from Carlsberg offering free beer, Mr Kipling giving away free cakes and Nakd’s edible billboard.

Involved agencies:

AMV (ad campaign and social media), DeVries SLAM (PR), Grand Visual (digital production) and OMD UK (media buying)


Six Steps To Making a Great Billboard AdAsk for a customized offer »

How to Create Effective Billboard Ads

Billboards are everywhere. We probably see hundreds of billboard ads every single week, but remember just a handful. With outdoor advertising upping the stakes and becoming increasingly more competitive, plus digital advertising becoming the medium of choice, it’s important to know how to make your advertising count. But, it can still be an incredibly effective branding tool.

Ready to take the plunge, and do something truly creative? Here are six strategies to ensure your billboard has the highest chance of being noticed, and more importantly, remembered.

1: Six Words or Less is Ideal.

Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard. So, around six words is all you should use to get the message across. You can push this to a few more words depending on their length and ease of reading, but as a rule of thumb, less is more here.

Concision is tough, but headlines that are small paragraphs will not get read. And that means, if you have a complex brand, product or service, you should stay away from billboards completely.

2: Get Noticed, But Don’t Be a Huge Distraction.

Most of the time, billboards are aimed at drivers, bikers, cyclists or pedestrians (which is why you have just a few seconds to get a message across). This causes an interesting dilemma for the advertiser; you want to get noticed, but you don’t want to be responsible for major, or even minor, accidents. The iconic “Hello Boys” Wonderbra ads were guilty of this. Drivers were so fascinated by Eva Herzigova’s cleavage that they were crashing into poles, medians and even each other. So, while being distracting is paramount in many mediums, it’s a fine balance with the billboard.

3: This is Not the Place for Direct Response.

There are some truly awful billboards covered in phone numbers and website addresses. And without a doubt, 99.9% of the people who actually read the billboard will not call or visit the website. A billboard is a secondary advertising medium, which means that it’s ideal for brand-building and supporting a campaign, but it just cannot do the heavy lifting. If you want a more intimate conversation with your target audience, use print advertising, television, radio, flyers, websites and direct mail. Billboards are the wrong medium for anything other than a quick message. However, if your website or phone number IS the headline, and makes sense, then you have an exception to the rule.

4: Be Smart, But Not Too Clever.

A boring billboard will be ignored. A smart billboard will grab the attention and leave a lasting impression. A billboard that’s trying to be too clever, well, it will get lost on the audience. As a rule, you don’t want billboards to make people scratch their heads and wonder what is going on. Complex visual metaphors are no good here. They say advertising should be like a puzzle to solve, it gives the audience a sense of fulfillment to know they figured it out. But billboards should be much simpler than that. Be smart, have fun, but don’t give people puzzles that Einstein would have trouble solving. You’re in the business of advertising, not showing off how clever you are.

5: The More Billboards, The Better.

One billboard is not cheap. But it’s also not very effective either. Billboards are a mass market medium, but they need support. So, you want more than one, and you want as many eyes on them as possible. Every billboard has a rating, called Gross Ratings Points (GRP). It’s based on traffic, visibility, location, size and so on. This rating gives you a showing score between 1 and 100. If it’s 50, it means that at least 50% of the population in the area would see one of your boards at least once a day. If you have only one board, your impact chances are obviously less than if you have four or five. You really want a 100 showing, but that’s not going to be cheap. You can expect to pay tens of thousands of dollars for a 50 showing for one month. In a major area like New York, the price shoots up.

6: Don’t Say It, Show It.

Get creative with your billboard ideas. A flat billboard is the standard, but it doesn’t have to be the norm. You can go 3D, have moving parts, have people interacting with it and even have your billboard animate. There is no reason that it just has to be a large, simple print ad. This is your opportunity to do something eye-catching and memorable, so go for it. The upside to this is it can create additional press, for free. A prime example of that is this simulated crash billboard that got major coverage from multiple news stations. The price of the 3D board was a little more than the cost of regular artwork, but it paid for itself many times over with hundreds of thousands of PR impressions.



Apple TV Billboard Campaign Begins Featuring Content Including ‘The Simpsons’Ask for a customized offer »

Apple continues to ramp up promotion of the new Apple TV, building on its series of advertisements focusing on the television shows and games available to users on the set-top box. As noticed by MacRumors reader Jordan, the company has begun to expand its previous colorful billboard campaign by featuring content available on the new box, including an ad themed after The Simpsons.

The billboard is similar in theme to the multi-colored advertisement campaign Apple introduced following the launch of the new Apple TV. Over the weekend, the company used its official App Store Twitter account to continue the campaign and share a few new tie-in ads. So far it has promoted various games, apps like Nat Geo TV, and television shows including Veep and Game of Thrones.

Apple began its new Apple TV campaign in the middle of November, a few weeks after the device launched in late October. Some of the earlier commercials included promotions of Crossy Road, Orange is the New Black, and The Muppets, all playing on the fourth-generation Apple TV.

Related Roundup: Apple TV
Tag: Apple ads
Buyer’s Guide: Apple TV (Neutral)



Hungary’s poster war on immigrationAsk for a customized offer »

“If you come to Hungary,” reads a giant roadside billboard, “don’t take the jobs of Hungarians!”

The billboards have been ordered by the government, at taxpayers’ expense, and are going up all over the country.

Liberal and left-wing opposition parties are so incensed by a message they believe whips up xenophobia, that activists have started defacing every poster they find.


The original text of this poster, next to the Obuda cemetery in Budapest, reads: “If you come to Hungary, you have to keep our laws.”

“Our laws” has been painted over, and the words “National Consultation on Migration and Terrorism” have been altered to read: “National Insult on Migration and Terrorism”.

Another billboard has been defaced even more drastically, with the slogan: “See (what’s going on), don’t just stare!”.

The billboard campaign is part of a government effort to win public support for tough new laws, expected after the summer break, aimed at limiting migration to Hungary.

These changes may include the erection of a border fence along Hungary’s southern border, and returning asylum seekers to Serbia.

Now critics of the government’s moves have found an ally, in the form of the regional office of the UN High Commissioner for Refugees.

To mark World Refugee Day on 20 June, the UNHCR has prepared its own set of giant billboards, highlighting refugees who have successfully integrated into Hungarian society.

This poster features Zeeshan, a Pakistani man who plays in the enthusiastic, but little known, national cricket team.

“I want to play well for this country,” his message reads.

Another UN poster features Sophie, originally from Togo, and now a nanny in a Hungarian kindergarten.

“The children are full of trust. They have no prejudices,” her caption reads.

We want to live here, and that’s why we opened our restaurant,” announces Begum Ali, who runs a small Bangladeshi family restaurant near Budapest’s East Station.

The UN describes its posters as an “interesting dialogue with the Hungarian government’s anti-immigrant billboard campaign”.

Prime Minister Viktor Orban’s government points out that its billboards were part of a voter survey on immigration sent to eight million Hungarians.

While there has been a marked increase in the number of migrants arriving in Hungary, tens of thousands of Hungarians have been leaving the country, too.



Live Travel BillboardsAsk for a customized offer »

The Takeoff by Transavia Makes Its Advertisement Absolutely Unmissable

To prove that you can book a trip for the price of dinner at a restaurant, travel booking website Transavia staged ‘The Takeoff’ to go with one of its big billboards in Paris.

The stunt involved setting up a place for people to have dinner in front of the billboard at the Place de la Bastille and having two actors ask for their bill. When it was time to pay, the actors were launched from their seats and perfectly positioned to become living parts of the billboard. With some props, the woman was made to seem like she was parasailing and the guy was floating below on an inflatable pool toy. If there was ever a way to get people to stop and look at your billboard, this is it.